A sampling of what OLA labs are doing online can be found with (top to bottom): Balester Optical (opticalservices.com/balest.htm), Benedict Optical (benedict- optical.com), and Schmidt Laboratories (schmidtlabs.com)

LABS & THE INTERNET
Labs Go Online
This OLA-sponsored article addresses the benefits of linking up online with your lab
By Alex Yoho

Welcome to the world of the Web. It's a new frontier, full of great opportunities. But knowing how to take advantage of them is difficult. That's why this OLA-sponsored article will address what's available now, and what's coming down the pike, when it comes to working online with your labs.

Today's Web is an eclectic mix of anything from all-text sites (yawn), to a graphic artist's heaven (yippee, or should I say Yahoo).

Though consumer-driven sites are one thing, b2b (business to business) sites are quite another. It's hard to know what to use, and how to weigh all the offers. For starters, when it comes to b2b software, it is wise to try to ascertain where the site intends to make its profit. Things aren't always as simple as they seem.

For example, if you've started a "free e-mail" or "free ISP" account, you may have found yourself with a torrent of advertisements to slug through before getting to the part you need. This obviously could be detrimental to your business if a patient saw a bawdy ad flying across the banner of your new e-mail service. That's not to say there aren't some good services that are free, but you have to pick and choose.

Recently there has been a proliferation of Websites vying for the professional office by offering free office software, special prices for ordering anything from equipment to contacts, and one-stop ordering of eyewear. Most of these would like to have your business exclusively and offer quite a bit to get it. There is something to be said for convenience, but perhaps putting all your eggs, well, you know....caveat emptor.
All this, and the World Wide Web is only in its infancy. That means there are growing pains, but it also means that services will only get better.

Information Resource

One great thing the Web can already do is help you research information and resources better than you ever could before. And, the wholesale lab arena is a great example of that.

A good place to start in your search is the Optical Laboratories Association Website (www.ola-labs.org). If you are looking for information on a particular lab, chances are you will find it there. For example, optometric students are able to log in and find labs offering internships. All OLA member labs are listed both alphabetically and by location, making it very easy to find a phone number or contact person.

As this new frontier continues to expand, you will find more and more links to individual lab's Websites. Those available now can inform you of specific brand information, marketing materials available, and price lists.

Getting online with an OLA lab that you use regularly will eventually become familiar. Sites will also regularly offer new opportunities. One of the benefits of Web surfing is following the links on any given site. Sometimes you find treasure troves of information. Other times they may be related to things in which your lab is interested. These sites can give some insight into the personality of the lab that carries the link. However, since a lab has no control over changes in a linked site, you may want to contact them if you find something questionable.

Transmitting Information

The latest use for the Internet is not so much receiving information as it is transmitting it. Many labs are entering the information age by offering the service of accepting orders online. The advantages of this type of order system have been sought since the early '80s. It is now a reality that offers far more than just e-mailing a typed order.

Interactive, validating forms. Many of the Websites being developed by labs today have order forms that are interactive. These forms can give friendly reminders when you ask for a tint on a glass lens instead of a color, or make other inconsistent requests. This is known as validating, and promises to eliminate orders that can't be filled. Things like forgotten seg heights or PDs will be a thing of the past since the order will not be submitted without an add power if a seg height is entered, or vice-versa.

Remote frame tracing. In addition to eliminating order errors, this new technology allows us to trace a frame at the dispensing area. This can be very impressive to patients. They will appreciate your office having the latest technology. They also like the fact that they don't need to give up their frame while new lenses are being made.

Even if you are going to send a frame to the lab or have it drop-shipped, a tracing can prevent many problems and delays. The tracing is connected to the Rx order and flows directly into the lab's processing computer. This saves time by avoiding data entry and the need to hold production until the lab can see what it has to work with.

There are a number of tracing devices available. It is advisable to coordinate with your lab before buying a tracer since their system may not be compatible. There will probably come a time when this will not be as critical. Standards for communicating tracing information are being solidified, and translating software can help different machines communicate better. Chances are you can find anything you need to know about a lab's ability to accept orders and tracings on their Website.

Order-entry stations. If a lab does not have a Website, don't worry. Today, any lab can work with you to get an on-site order entry station. Frequently the Internet is bypassed, and if that's the case, the computer at your office will simply store orders and tracings until the time it is programmed to dial in automatically and connect directly to the lab's own computer.

The systems that do utilize the Internet often upload to the Internet service provider (ISP) in batches as well, since many offices don't want to give up the use of a full-time phone line to connect. It is probably a good idea to plan ahead and get that extra phone line. There can be office frustrations due to lack of access to a fax or credit card machine when a tracer is hooked up to the same line.

Upgrade Considerations

Speaking of planning, when the time comes to invest in a computer upgrade, or even a software upgrade, do your homework. Compare the options and weigh the advantages.

One of the real benefits of going online is the ability to check job status. Accessing online the information you would normally get from lab customer service people is a time saver since chit-chat and on-hold times are avoided.

What else do you need to consider?

Lab interface. Ensure that the software you choose will be able to interface flawlessly with any lab you wish to work with. This usually just means that the order entry software will send data in a specific order so you don't get a PD where a tint should be.

Time considerations. This will save time and frustration overall, but it is important to realize that time will be utilized in new tasks such as tracing frames. Time may be required for removing the lenses for tracing and then reassembling them.

Single entry. Whenever possible use business software that will allow you to only enter the data once to be accessible for billing, inventory, and lab orders. Early attempts at order entry/tracing systems sometimes caused office logjams since data had to be entered into several programs that operated independently of one another.

Integrated systems. Look for ways to integrate the various systems you use. As the consumer, let your software and hardware vendors know that this is important to you.

Cross training. The best way to avoid office congestion is to cross-train as many employees as possible. Modern tracers are quick and easy to operate for the most part, but this is nonetheless an important consideration.

Installation Considerations

Once you've made a decision, the next step is installing the tracing device. When considering its physical placement, consider how you might show it off to your best advantage. Here's some of what you'll need to take into account.

Cable length. It will connect to your computer via a cable to carry the information. Often there are limits to how long the cable can be and not lose any information.

Outlet location. You will also need an outlet close to the tracing unit. Connections are crucial since your office actually becomes an extension of the lab.

So, these are just a few of the considerations you need to take into account. You also need to look ahead, and that brings us to the question of where can we go from here?

One thing is certain. OLA labs want to hear from you. Even if your lab isn't online yet, chances are it will be soon.

And, as you develop your own Web savvy, give some thought to what you like and dislike. Building a lab Website is relatively easy to do, but deciding what is valuable to those who come for a look is daunting.

The future of Internet communications is all about customer service. Whether you are a customer in search of education, routine company information, or need to find the status of an order for a patient who comes in after hours, the one thing that will make a Website valuable to you is finding what you need. This is where we all fit in.

So, exercise that latent pioneer spirit within, and put in your "two cents worth." Feedback is important.

So, when you find it difficult to locate what you want-when you need it-take a moment to fire off an e-mail to the Webmaster or just the general mailbox of your lab's site. It will be appreciated. And who knows, your suggestion may just change history! EB